New Media Advertisement and Subsequent Effects on Purchase Intention of Consumers: An Empirical Study

Abstract

In the present scenario, no one is away from the fast blowing wind of online advertising or more clearly stated as new media advertising. The objective of the paper is to analyse the effect of new media advertisement and the consumer buying behaviour. Simple random sampling is employed in the quantitative research methodology. Data was acquired by questionnaire sent among new media users. A 5-point Likert scale was used to evaluate the questionnaire's suitably designed questions. The sample size chosen is 360 in total. In order to evaluate the impact of the new media advertisement on consumers, different variables have been determined such as, attention grabbing, entertainment, credibility, creative characteristics, emotional appeal. The results of the analysis indicate that the new media advertisements have the greatest impact on consumers' purchasing decisions among all available options. The author hopes to provide insightful analysis of the new media advertisement by relating these findings to pertinent theories from the theoretical framework.